Foundation Week Without Meat
- Type
- Projects
- Location
- Amsterdam, Netherlands
- Industries
- Plant-based, Alternative proteins, Direct to consumer
- Domains
- Fish, Animal based primary products
About Foundation Week Without Meat
Foundation Week Without Meat, in collaboration with partners from the food industry, is focused on contributing to climate goals by addressing the link between meat and dairy consumption and CO2 emissions. With one-third of global greenhouse gas emissions stemming from the food system, mostly due to meat and dairy, the foundation promotes a flexitarian diet as an immediate sustainable solution. Through a behaviour change campaign, it encourages individuals to alternate meat and fish meals with vegetarian and plant-based dishes, showcasing that such options are flavorful and enjoyable.
Following the success of its campaign in the Netherlands since 2018, which initially focused on "Week Without Meat," the foundation expanded its mission in 2022 to include "Week Without Meat & Dairy" and is now aiming to roll out the campaign across Europe. With the support of the LIKE-A-PRO consortium and funding from Horizon Europe, Belgium launched the campaign in 2023, followed by Denmark and Germany in 2024, with plans to reach at least ten European countries by 2027. The foundation believes in gradual change, tailoring the campaign to the specific needs of each country, aiming to inspire widespread adoption of balanced diets where plant-based foods hold equal prominence to animal-based options.
http://www.weekwithoutmeat.eu